Master in Creative Direction and Communication

We will establish the key concepts for the analysis and proposal of creative solutions, highlighting neurobiological activations. In addition, we will know the latest theoretical contributions of communication and its application in the field of organizations and companies.

1.1 Neurobiology of Communication
A journey through the evolution and revolution of communication, from the Big Bang to the functioning of brain mechanisms.

1.2 Communication Theories
Explanation of the fundamental principles of human communication and its strategic and persuasive dimensions. Through semiotic analysis, the formal mechanisms and relevant elements that construct the specific identities and meanings of brands, products, and corporate images are described.

1.3 Effective Presentations
Theoretical and methodological study of personal communication. Effective introduction to idea argumentation and audience persuasion.

You will learn the tools to plan and generate campaigns through comprehensive marketing methodologies and practical exercises. All this from a 360º, global and multi-channel perspective.

2.1 Analysis and Strategy
A process aimed at generating an effective marketing strategy (environment analysis, segmentation and target definition, segmentation strategy, and positioning).

2.2 Value Proposition, Concept, and Expression
These are the core elements of the creative strategy. They allow the brand to outline and define the discourse it will project towards its audience and the type of relationship it will establish with its potential users.

2.3 Transmedia Strategy
The atomization of audiences, media, languages, formats, and channels has created a fertile ground for the transmediality of communication.

2.4 Chart
Creation of a document or synthetic map that visualizes, verifies, and communicates the logical and evolutionary process of the stages that make up a strategic communication project (briefing, analysis, strategy, value proposition, creative concept, claim, and expression).

You will experiment with the communication capabilities of various platforms and media. The objective is to generate innovative and disruptive communication vehicles that achieve public involvement.

3.1 From Madison to Pinterest
Analysis of the changes in the advertising sector, from Mad Men to Math Men, with detailed descriptions of each period and considering the legacy that Madison Avenue has perpetuated today. Presentation of the media options we should consider to disseminate our messages and the particularities that each format will imprint on our final product.

3.2 Radio Moritz
From strategy to content: A practical case developed in collaboration with a real company that explores other ways to develop communication using owned and earned media. A particular look at the use of events and social networks.

3.3 Networks and Formats
Within the vibrant virtual context, the guidelines that worked in mass media have become obsolete. We will study the new digital possibilities that allow creatives to develop communication strategies from innovative and original logics.

You will be able to structure your global project, from the diagnosis to the final solution, developing a communication strategy with its different phases. We will emphasize communication and presentation skills to present proposals to the client.

Taking the creative direction as a central piece, we will tour the world of advertising and creativity. In this block we will also address learning the processes of an advertising agency.

5.1 Creative Direction
Creative direction stands out as the most comprehensive advertising role: it is managed by a team of professionals, involves client relations, and must generate strategies (both from a brief and by identifying market opportunities). We will share experiences and tools to create, lead, communicate, and, above all, enhance (and kill) ideas.

5.2 Communication and Persuasion
Mechanisms of the persuasive process, the ability to capture audience attention to generate desire and subsequent demand.

5.3 Creativity and Communication Skills
Neurobiology is the foundation of communication and creativity. We will put into practice methods based on Neurolinguistic Programming (NLP) for acquiring communication skills. We will also explore the neurological mechanisms inherent to creative processes in the mind, persuasion, and perception.

5.4 Creativity and Market
Explanation of the daily life of a creative director and the value of creativity in the current market. Additionally, these sessions will cover how the different agents of the advertising process interact, taking into account both business and creative aspects.

We will analyze the evolution of the brands and we will establish the parameters on which the campaigns are worked, as well as the reception and analysis of the brief. It includes the Creative and Strategic Investigation (CSI) analytical section, where you will explore the basic contents necessary to create advertising messages.
6.1 Branding
Branding aims to create ‘brand guardians’ who are responsible for establishing the correct brand image in the minds of the audience. These sessions will take us from the broader context to the most specific attributes of the relationship between brand and consumer, considering tone, message formats, and new technologies.

6.2 Sensory Experiences
Brands increasingly face obstacles in connecting with their audience. Therefore, they are increasingly seeking to stimulate the audience’s senses to offer a more memorable, original, and unique experience. In this way, brands reclaim the earthly space to create a more genuine connection with their users.

6.3 The Word
The word is central to generating ideas and conveying them as powerful concepts. These sessions will focus on understanding how to structure a message and how to choose the right words to create effective communication.

In this module, you will learn to master the set of tools with which the creative department works in a projective and disruptive way.

7.1 Disruption and Creative Leap
Every day, we are exposed to a large number of messages and stimuli from brands. Disruption arises from the need to grab attention in a dramatic way, presenting messages that are hard to ignore.

7.2 Insight
Having qualitative information about the target audience is a fundamental starting point in advertising and a basic principle of persuasion. We will use this potential and explore the sensitivity of various target audiences.

7.3 Remix
Copying, combining, and transforming are fundamental principles in the creative process. Through remixing, relationships are established between the core elements and parts of a message.

7.4 Rhetorical Actions
Knowledge and proper use of rhetorical figures are essential in creating understandable and effective communication messages.

Brands send advertising messages in the form of a story to connect easily and directly with their audience. Therefore, understanding the theory and practice of storytelling will give you the key tools to generate content and present it to clients and staff.

8.1 Narrative Structures
Stories are excellent carriers of messages, as well as aiding in synthesis and recall. In the sessions dedicated to storytelling, we will cover everything from the canonical structure of the story to its application in the world of persuasive communication.

8.2 Treatment and Story
Before crafting our stories, it is essential to develop a set of tools to ensure that the final result meets expectations and that we are aligned. Two resources are the audiovisual story and the treatment in art direction.

8.3 Animatic
An animatic is a way to bring storyboards to life by visualizing details such as shots, camera movements, sounds, and the logic of the story itself.

You will put everything you have learned into practice and develop a campaign from the beginning, articulating various creative pieces and placing special emphasis on the audiovisual world and new media.

9.1 Inspirational Assets
Analyze and understand culture, both current and historical. Various multidisciplinary experts will guide us through their essential references and the trends to consider in different creative industries.

9.2 Method and Tutorials
Suitable tutorials to carry out the project effectively, both conceptually and in execution.